ADWEEK said the most dangerous job in advertising is new business chiefs.
According to a recent Agency-Marketer Business Report from RSW/US, the tenure of a new business director is now 2 years or less. Only 26% of new business directors were viewed as successful. They are under a lot of stress and their position tends to have a short shelf life.
Why the poor performance?
New business has historically been a problem for agencies.
- Most small to midsize agencies have no positioning and no point of differentiation. They look and sound the same.
- They are often treated as vendors because they lack a positioning of expertise.
- Most don’t have a target audience thus, no focus for business development efforts.
- They are their own worst clients, the cobbler’s children with no shoes.
- No appeal beyond their local market.
- Forced to use interruption tactics to build awareness.
But, with all of these problems, new business is now much more difficult. The recession, the rise of social media and the rapid advance of technology has also dramatically altered business development. The job has become a lot more complex.
Here are ways business development has changed and what to do about it:
- The primary battle for new business has moved online.
- Having a working knowledge of social media isn’t even an option any longer for an agency’s new business director.
- It is absolutely essential to have a plan for your business development initiatives.
- Execution is the battleground that determines success or failure.
Business development doesn’t have to be so difficult. The upcoming Fuel Lines New Business Conference will provide 20 top-notch sessions, with inspiring insights from the best and brightest new business thought leaders, who will provide their expertise on the NEW DRIVERS of business development.
This is an event where you can learn, network and leave with all the materials you need to take a new business strategy back to your agency and carry out a marketing plan that will grow your business.
Here are some insightful articles, from the Keynote Speakers of this exciting event.
Bob Hoffman, The Ad Contrarian. Author |Consultant and former president of the Hoffman Lewis Agency in San Francisco, CA.
- The Advertising Business Is Committing Suicide
- TV Isn’t Dying. It’s Having Babies
- The Universal Creative Brief
- Advertising Needs Troublemakers
- Good Advertising Is The Best Strategy
- Marketers Are From Mars, Consumers Are From New Jersey
Peter Levitan, Advertising Agency Business Development Consultant. Speaker and Author of “The Levitan Pitch.”
- Dump Cold Calling. Go Warm Calling
- Should Your Agency Do Spec Creative?
- Who Would Invest In Your Advertising Agency?
- 21 Ad Agency Business Development Must Do’s
- A Deep Look At Advertising Agency Compensation
Paul Roetzer, Founder & CEO, PR 20/20. Author of The Marketing Agency Blueprint and The Marketing Performance Blueprint
- The Technology That Could Disrupt Marketing as We Know It
- 15 Steps to Build Your Marketing Plan
- Marketing Automation is Only The Beginning: How Algorithms and Artificial Intelligence Will Disrupt Marketing Forever
- 15 Tips to Improve Your Marketing Performance
Michael Gass, Consultant | Trainer | Author | Speaker.
- Three Things a New Business Director Needs for Success
- How to Craft an Agency PR Plan That Drives New Business
- Audience Development Comes Before Business Development
- Ad Agencies Should Shift Into Consulting Roles for New Business
- A New Approach is NOW Needed for Ad Agency New Business
Do you need help with new business? Check out the Fuel Lines New Business Conference.
Click Here for the Agenda, Speakers and Registration Information
These are the last days for Early Bird Discount so make sure to get your ticket now.
